Of the 43 competitors in the running, the brand explodes on all counts, widening the gap with other labels such as Primark or Gémo.
When it comes to fashion, the French form a demanding clientele. Their priority? Unbeatable value for money, attractive discounts and an easy-to-access store. Verdict: a famous brand is now doing well by meeting all consumer expectations. Close-up on this iconic boutique, just a few steps from your home.
A recent study carried out by Ipsos for Bonial, on nearly 3,000 consumers, analyzed 43 fashion chains across eleven criteria, including value for money, variety of offering and in-store experience. It appears that the gaps between brands are widening in this area. Indeed, research shows that the winning store excels in terms of “price attractiveness” and “value for money”, beating out big names like Primark or Gémo. With an average index of 14.4 for the fashion brands evaluated, this brand achieved a score of 23.1, establishing itself as the undisputed benchmark. This is Kiabi, this French fashion giant which ticks all the boxes to attract consumers.
However, while price remains an asset, it is not everything. Consumers also want products that hold up, both in terms of style and durability. The brand at the top of the ranking has thus been able to find the right balance between affordable costs and quality, attracting the favor of families, young professionals and even seniors. And its positioning in no way diminishes the diversity of its collections, allowing the whole family to be dressed, from babies to adults.
Another advantage of this label: proximity to its customers. With a dense network present mainly on the outskirts of cities, the brand in question manages to reach a wide audience. Unlike other players in the sector who seek to favor city centers, it offers a practical shopping experience accessible to everyone, all in a friendly atmosphere.
Finally, regular promotions, sales and special collections attract millions of consumers each year. She knows how to ride trends, offering limited collaborations and products inspired by the season’s must-haves at attractive prices. Added to this is a reinforced digital presence, with an ergonomic website and a well-established mobile application.
As you can see, Kiabi has established itself as a key player in accessible fashion. Second largest seller of fashion products in France, the brand remains unbeatable over the years with, as a bonus, a slogan that remains in mind: “Kiabi, fashion at low prices”. Hat !
